The Marmarati - We Are Social's launch campaign for Marmite XO

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We Are Social launched a stronger, "extra mature" variant of Marmite by creating an eccentric, exclusive and secretive society called the Marmarati. This social media case study is an update to the …

We Are Social launched a stronger, "extra mature" variant of Marmite by creating an eccentric, exclusive and secretive society called the Marmarati. This social media case study is an update to the previous Marmarati case study released in December 2010.

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  • 1. Launching Marmite XO in social media
  • 2. Marmite… You either love it or hate it
  • 3. But ‘extra-strong’ Marmite? You have to be CRAZY for it
  • 4. So we found the crazy Marmite Lovers
  • 5. On facebook & twitter
  • 6. On blogs
  • 7. On YouTube
  • 8. We designed an experience that would involve these ‘Superfans’ Eccentric, exclusive and secretive, something that they would desire to become part of
  • 9. Where participation would be a badge of honour To proudly display, discuss and share with other fans And then be duly rewarded for their devotion and advocacy
  • 10. To start, we invited 40 Marmite Lovers to an exclusive event
  • 11. With a luxurious Victorian theme
  • 12. Where they were sworn into the ‘First Circle’ of the Marmarati
  • 13. A Victorian-style society, seeking new members to help create the ‘most powerful’ Marmite ever
  • 14. With a blindfolded tasting
  • 15. To discuss 3 possible recipes
  • 16. With the Inner Sanctum of Marmarati (who really do work for Unilever)
  • 17. Members received a certificate
  • 18. Sipped Marmite cocktails
  • 19. And spread the word on their blogs
  • 20. On Twitter
  • 21. And on Facebook
  • 22. We then engaged with them in social media as the Marmarati
  • 23. On twitter
  • 24. In a private facebook group
  • 25. And revealed our website, where you apply to join the Marmarati by proving your love
  • 26. And revealed our website
  • 27. Hopeful fans uploaded videos, photos, poems and songs
  • 28.  
  • 29. And encouraged friends to vote
  • 30. To win a coveted place in the ‘Second Circle’ of the Marmarati And receive one of only 200 commemorative jars of ‘prototype’ Marmite
  • 31. We asked the First Circle to help choose the prototype jar design
  • 32. The final 200 were sent the prototype A hand-made, wax-sealed, collectable jar, and a ‘taster’ jar
  • 33. They uploaded ‘un-boxing’ and ‘first taste’ videos
  • 34. And read the Marmarati Oath in their own tasting ceremonies
  • 35. To qualify as a Marmarati Ambassador
  • 36. And win a lifetime supply… Plus a Golden Ticket to visit the Marmite factory
  • 37. The campaign led to a highly anticipated retail launch
  • 38. Generating sales and excitement In store and online
  • 39. Tantum Pro Diligo: Only for Lovers